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Why do we buy the things we buy? Is it logic, habit, emotion, or something much deeper? In this episode of Startup Mindsets, I sit down with Mehdi Bouhassoune, author of Why Did You Buy That Drink?, to explore the fascinating psychology behind consumer behavior and purchasing decisions. Drawing from behavioral science, marketing, and real-world examples, Mehdi breaks down the hidden forces that influence what ends up in our shopping carts—and why understanding them matters for entrepreneurs, marketers, and everyday consumers alike. We discuss:✅ The science behind everyday purchasing decisions✅ Why emotions often outweigh logic in consumer behavior✅ How brands influence perception and decision-making✅ The psychology of pricing, packaging, and product positioning✅ Lessons founders can apply to build products people actually want✅ Common misconceptions about what drives consumer choices Whether you're building a startup, working in marketing, or simply curious about human behavior, this conversation offers valuable insights into the invisible factors shaping our decisions every day. 📖 Guest: Mehdi BouhassouneAuthor of Why Did You Buy That Drink?: The Surprising Science Behind Everyday Purchases 🎧 Listen now and discover the surprising reasons behind what you buy. A word from our Sponsors Startup Mindsets is sponsored by Gamma.App take your presentation to the next level with an an AI-powered content creation tool that allows users to generate presentations, documents, and webpages from simple text prompts. It eliminates the need for manual formatting by instantly producing polished, visual layouts that can be shared via a web link or exported to PowerPoint, Google Slides. STARTUP MINDSETS is Sponsored by DELVE If you’ve ever spent hours: clicking through dashboards, taking screenshots, labeling files, and then re-doing it all again for the next audit. …this one’s for you. Today, Delve is launching Delve CUA: a computer-using AI agent that takes compliance screenshots for you. Delve’s agent securely navigates your tools, captures screenshots at the right moments, and attaches them directly to the correct controls, while you focus on actually building security. You build. Delve documents. That’s compliance, finally automated end-to-end. Trusted by 1,000+ of the fastest-growing companies, including 11x, Instantly, micro1, Wisprflow, Greptile, Browser Use, and more. 👉 ⁠Book a demo⁠ to see Delve CUA in action and get $1,500 off with code CUA1.5K Click below and Cut hundreds of hours of compliance busywork with Delve ⁠https://delve.co/book-demo?utm_source=startupmindsets&utm_medium=newsletter&utm_campaign=startupmindsets-primary-feb23-26⁠

Popular video editing product founder, Arto, enters the studio for this podcast. As the needs of video creation climb, Async helps creators scale their content with an easy to use video editor. It's what we used for our podcast editing needs. We discussed: Cutting through the noise of being a creator with the science of contentHow living in Armenia influenced his career aspirations from wanting to direct films to creating technology that allows ppl to make videos. A word from our Sponsors Startup Mindsets is sponsored by Gamma.App take your presentation to the next level with an an AI-powered content creation tool that allows users to generate presentations, documents, and webpages from simple text prompts. It eliminates the need for manual formatting by instantly producing polished, visual layouts that can be shared via a web link or exported to PowerPoint, Google Slides. STARTUP MINDSETS is Sponsored by DELVE If you’ve ever spent hours: clicking through dashboards, taking screenshots, labeling files, and then re-doing it all again for the next audit. …this one’s for you. Today, Delve is launching Delve CUA: a computer-using AI agent that takes compliance screenshots for you. Delve’s agent securely navigates your tools, captures screenshots at the right moments, and attaches them directly to the correct controls, while you focus on actually building security. You build. Delve documents. That’s compliance, finally automated end-to-end. Trusted by 1,000+ of the fastest-growing companies, including 11x, Instantly, micro1, Wisprflow, Greptile, Browser Use, and more. 👉 ⁠Book a demo⁠ to see Delve CUA in action and get $1,500 off with code CUA1.5K Click below and Cut hundreds of hours of compliance busywork with Delve ⁠https://delve.co/book-demo?utm_source=startupmindsets&utm_medium=newsletter&utm_campaign=startupmindsets-primary-feb23-26⁠ Connect with Arto on Linkedin What'd you think of this episode? Let us know! Leave a rating and write a review. Want more? Read our book and turn your mindset startup like:

This is a fascinating conversation you won't want to miss. In this episode of Startup Mindsets, I sit down with author Ritu Mehrish to unpack the ideas behind her book “Rewrite the Rules and the evolving expectations around work and family. One of the most thought-provoking parts of our conversation explores a cultural shift that doesn’t get talked about enough—why having a family is no longer as universally glamorized as it once was, and how that ties into changing definitions of fulfillment, freedom, and identity in modern careers.We also talk about building startup-style thinking in everyday life, and how questioning traditional “rules” can open up more intentional paths in both business and personal decisions. Read her book https://www.amazon.com/Rewrite-Rules-changing-leadership-scenario-ebook/dp/B0DKF1XMXK Key Themes we talked about Writing booksWork Culture in South East Asia vs. AmericaQuitting Corporate Life to be an Entrepreneur This episode is brought to you by Gamma.app and Delve —tools helping founders and operators think, build, and communicate faster in today’s startup landscape. If you’re interested in entrepreneurship, career reinvention, or how mindset shifts shape modern success, this conversation is for you. Thank you for your continued support over the last 6 years, we've eclipsed 10K downloads on streaming and are looking forward to the future of this show. Startup Mindsets the book is available for purchase only $10! Please like, share, comment etc your thoughts as it helps the algorithm find more listeners and spread good ideas. That was my cousin, Rocko Steady, on the intro song: What I want Them to Know 🎵

In this conversation, Ali Dastjerdi, founder of Raylu.ai, shares his journey from being born in Iran to becoming a successful entrepreneur in the AI and venture capital space. He discusses ​the evolution of his company, ​the challenges of finding product-market fit, ​and the unique insights gained from transitioning from an investor to a founder. ​The conversation delves into the role of AI in enhancing deal flow for venture capitalists, the financial realities of running an AI company, and valuable sales strategies for startups. Connect with Ali via Linkedin. Read about Raylu on Business Insider STARTUP MINDSETS is Sponsored by DELVE If you’ve ever spent hours: clicking through dashboards, taking screenshots, labeling files, and then re-doing it all again for the next audit. …this one’s for you. Today, Delve is launching Delve CUA: a computer-using AI agent that takes compliance screenshots for you. Delve’s agent securely navigates your tools, captures screenshots at the right moments, and attaches them directly to the correct controls, while you focus on actually building security. You build. Delve documents. That’s compliance, finally automated end-to-end. Trusted by 1,000+ of the fastest-growing companies, including 11x, Instantly, micro1, Wisprflow, Greptile, Browser Use, and more. 👉 Book a demo to see Delve CUA in action and get $1,500 off with code CUA1.5K Click below and Cut hundreds of hours of compliance busywork with Delve https://delve.co/book-demo?utm_source=startupmindsets&utm_medium=newsletter&utm_campaign=startupmindsets-primary-feb23-26 Time Stamps 03:07 Ali's Journey: From Iran to Harvard and Beyond 05:49 Understanding Raylu.ai: Revolutionizing Deal Flow 09:24 The Role of AI in Venture Capital 13:35 The Evolution of Raylu.ai: From Idea to Product 18:00 The Dual Perspective: Investor to Entrepreneur 21:39 Navigating the Challenges of Entrepreneurship 26:50 Sales Strategies and Lessons Learned 30:46 The Financial Realities of Running an AI Company 35:04 The Future of AI in Business 37:50 How much do AI native startups spend on AI? Sign up for Startup Mindsets Newsletter on Beehiiv

Raffaela is a tech entrepreneur turned board director, with experience on boards including Porsche, €5bn PE firm Mutares, and tech unicorn IU.Her newsletter, The AI Leadership Edge, delivers actionable insights to over 11.000 investors, board and business leaders.Previously, Raffaela founded CareerFoundry and WWV, scaling startups to eight figure revenues and building ventures in frontier technologies.She began her career at BlackRock and launched three companies across Asia-Pacific for Rocket Internet.Recognized by Forbes, Capital’s 40 Under 40, and among Europe’s most influential women in tech and VC, Raffaela has built her career at the intersection of innovation, leadership, and emerging technologies. BoardLens turns post-investment work into momentum — so funds can systematically drive performance after the check clears, not just report it. Startup Mindsets is SPONSORED BY DELVE To say compliance is complicated is an understatement.  Constantly worrying about SOC 2, ISO, HIPAA, CMMC, FedRAMP and more can leave your head spinning. Even worse, a misstep can get pretty costly for your startup. That’s why Delve is designed as an AI-native compliance platform. Delve uses AI agents to handle headaches like taking repetitive screenshots for you, monitoring your tech stack for security gaps in real time, auto-filling security questionnaires in your browser or in CSV, and creating secure data rooms to send to prospects and auditors. Their team can personally work with you in Slack to get you 100% compliant, and manage your whole audit for you.  Over 1,000 of the fastest-growing companies get compliance done in Delve including Lovable, Bland, Micro1, Instantly, and 11x. For our listeners, they're offering an exclusive $1k discount on any compliance framework. Check out https://delve.co/book-demo and start using AI for compliance. Also a major shoutout to Popup.fm which we used to record and host this live conversation. Popup helps you make money from your live events. Forget juggling dozens of apps. With Popup you can sell tickets or run free events  then monetize with products, merch, recordings and offers before, during, and after you go live. The intro music was my cool cousin, Jim Narvios, a person injury lawyer in Houston, Texas if you ever need one.

It's been a while, I know... but we back in action! Back in September, Paul Cecil, joined us to share his story as VP of Strategy at ReAlpha, the world's first AI-powered, integrated real estate platform. We cover How AI products like ChatGPT are being used in business and our personal lives for enhanced productivity. A career highlight moment in ringing the Nasdaq bell in Times Square as his company went publicHow ReAlpha is changing the home purchasing experience by taking out the middleman. Corporate Strategy and finance.Skydiving and fun stories along the way. We got our book sold in Walmart! Buy it for the holidays with this link https://business.walmart.com/ip/Startup-Mindsets-A-Blueprint-to-Thrive-in-an-Innovation-Driven-and-Globally-Connected-World-Paperback-9789815204872/14546373834

In this episode, we dive into the dynamic world of the beverage industry with Jayla Siciliano, a Shark Tank alum and entrepreneur. Jayla shares her journey from corporate life to launching Bon Affair, a pioneering wine spritzer brand. Discover the challenges she faced in educating the market about a new product category and the successes that followed, including securing investment from Mark Cuban. Jayla's story is a testament to resilience and innovation in an ever-evolving industry. Tune in to learn about the highs and lows of entrepreneurship and the lessons that can be applied to any business venture. If still haven't read our book, Startup Mindsets, there's still time. Order used copies from Amazon and save some dinero.

Stephan Schenk is the designer-turned-entrepreneur behind Stapelstein, the German startup that is redefining children’s play through vibrant, ultra-light “stacking stones” made from 100 % recyclable EPP. Inspired by a childhood spent in a family of educators, Stephan set out to get kids moving in the classroom; what began as a dynamic chair concept in 2016 quickly evolved into an open-ended play system that lets children (and adults) build, balance, sort, and imagine without limits. Learn more at stapelstein.comToday Stapelstein is a purpose-driven company headquartered near Stuttgart, employing 29 people and posting €40 million in annual turnover. Stephan has hard-wired social and environmental responsibility into the firm through a steward-ownership model, German-made carbon-neutral production, and a commitment to designing products that outlast trends and generations.Under his leadership, the brand’s rainbow-hued elements have earned a string of accolades, including Good Housekeeping’s Best Toy Award 2024 and multiple design honors for their minimalist aesthetic and durability. Stephan’s work has been featured at SXSW 2025, where he spoke on marrying playful design with positive societal impact. Grab a signed a copy of Startup Mindsets: https://buy.stripe.com/5kAaGeddW5tF4WA5kq

Alan Bautista is a good friend since high school. His career story is quite inspiring for those who feel stuck at dead end jobs maybe in the restaurant industry. We also delve into politics, family life, and shoot the shit in this unfiltered conversation. Order your copy of Startup Mindsets on Amazon: =https://www.amazon.com/Startup-Mindsets-Blueprint-Innovation-Driven-Connected/dp/9815204874/ref=sr_1_1?crid=3TCL9L0EZPI1F&dib=eyJ2IjoiMSJ9.x4QX_wiZMXF5-NRXQnIoccghWJuNE8WRlsD_tNLm5l4.iLyUPuRRmmUiKYfVJpHyA07WmZOQBZDXhOFwhtPvvXc&dib_tag=se&keywords=startup+mindsets+dan+gonzales&qid=1733460395&sprefix=%2Caps%2C146&sr=8-1 Follow us where you're listening and let us know who you are!

What's up Startup Mindsets Nation! We've been out on the book tour in the Philippines but are BACK and better than EVER If you've bought a copy of Startup Mindsets already, you don't know how much that means to me, thank you 🙏 If you'd like to order a copy, find it on Amazon. Today's guest is Darren Cooke, the Chief Innovation/Entrepreneurship Officer at UC Berkeley. I was honored to have Darren on the podcast. Time Stamps (8:00) What does a CIO do? Coordinates resources (15:00) Working for biotech companies (25:00) How does Berkeley select which startups to work with (36:00) Publishing a book (37:25) Opinion on students pursuing entrepreneurial careers (43:00) Experience at Columbia Law School (45:00) Darren's Big Career Break (47:00) What was your first job (48:42) Book recs

Caroline Winnett is the Executive Director at Berkeley SkyDeck, a world leading startup accelerator. We discuss What it is like running a startup accelerator. How academics make the decision to commercialize their ideas and research.  What Skydeck looks for in applicants. Advising startups on their best path forward. About their fund _ _ _ _ The Berkeley SkyDeck Fund is the investment partner for UC Berkeley’s SkyDeck Accelerator Program. The Fund invests $200K into each startup that goes through SkyDeck, and can participate in later stage investment rounds with Berkeley founders. One of the most active seed investors in the Bay Area, the Fund has made over 130 investments in 3 years!   In a first-of-its-kind, public-private partnership, the Berkeley SkyDeck Fund shares one-half of fund profits with UC Berkeley. This unique partnership helps support UC Berkeley education and creates a source of funding for UC Berkeley’s public education mission.   The Berkeley SkyDeck Fund is run by Chon Tang, Managing Partner, and Brian Bordley, Partner. It is funded by organizations such as Sequoia Capital, Sierra Ventures, and Canvas Ventures, as well as other VC firms, individuals, and large corporations. Learn more about Berkeley Skydeck: https://skydeck.berkeley.edu/our_team GRAB YOUR COPY OF STARTUP MINDSETS ON AMAZON, UNLOCK VALUABLE LIFE AND BUSINESS INSIGHTS FROM OUR RESEARCH, PODCAST, AND LIFE EXPERIENCES: https://www.amazon.com/Startup-Mindsets-Blueprint-Innovation-Driven-Connected

He's debated Bill O'Reilly, our guest,Isaac Saul, started a politics newsletter called Tangle. It aims to make sense of the noise in politics by delivering straightforward journalism. We learn about Isaac's interesting path to entrepreneurship in that it took 7 final interview job rejections to say, "Screw this, I'm starting a company." Hear about Find the best cheesesteak in PhillyWhen the revenue exceeded the income from his last jobAdvice for entrepreneurs and what success looks like.How Tangle cuts through to write fair honest news. They have 280,000 readers and counting. The only political news source trusted by people from all across the political spectrum. 100% independent, subscriber-supported, and non-partisan. SPONSORS DANPODCASTS is inviting you to play on Underdog. Get up to $1,000 in bonus cash instantly with your first deposit. https://play.underdogfantasy.com/danpodcasts BUY MY BOOK ON AMAZON:https://www.amazon.com/Startup-Mindsets-Blueprint-Innovation-Driven-Connected/dp/9815204874/ref=sr_1_1?crid=3TCL9L0EZPI1F&dib=eyJ2IjoiMSJ9.x4QX_wiZMXF5-NRXQnIoccghWJuNE8WRlsD_tNLm5l4.iLyUPuRRmmUiKYfVJpHyA07WmZOQBZDXhOFwhtPvvXc&dib_tag=se&keywords=startup+mindsets+dan+gonzales&qid=1733460395&sprefix=%2Caps%2C146&sr=8-1

Alex Londo and Mike Liu join the podcast to discuss their startup's partnership and collaboration. In this conversation, Mike breaks down how FreeFuse is transforming customer engagement and training with interactive media, bringing a whole new level of personalization and impact to digital experiences. 🌐 Imagine being able to create paths and journeys within a single video—content that feels like it was made just for you! But it doesn’t stop there. FreeFuse is also diving into automation with custom GPTs, helping teams streamline workflows and connect more effectively with their audiences. 📈 Check out the episode for insights into how interactive media can unlock new possibilities for businesses of any size. It’s a must-listen for founders, marketers, and anyone passionate about rethinking customer engagement! 🎧 Listen to the episode here: Startup Mindsets Podcast on Spotify📖 Dive deeper: FreeFuse x Startup Mindsets Partnership #StartupMindsets #FreeFuse #InteractiveMedia #CustomerJourney #Automation #Podcast

Jane Mosbacher Morris stops by the podcast to share how her book and company go hand in hand in creating ethical supply chains for retail. Clients include Coca Cola, Visa, and Bloomingdales. Jane Mosbacher Morris is the founder and CEO of To The Market, a turnkey solution for ethical manufacturing, connecting brands and retailers to a syndicated network of sustainable, story-rich suppliers. Jane started To The Market with a vision to democratize access to the global supply chain and provide makers around the world with the economic empowerment that comes from safe, dignified, fairly paid work. Our conversation covers Jane’s background in foreign relations, how To The Market is giving underrepresented entrepreneurs access to global supply chains, and the importance of sustainability and resilience in supply chains. PROMOS: Join PICKS and get a $100 deposit match when you make your first deposit using my promo code: RF-DANFROMSF https://sleeper.com/picks/register?c=give_get&o_t=picks&p=any&p_c=RF-DANFROMSF Use CODE: DANGONZALES121 on Hoteltonight for $50 off your first stay! Join STARTUP MINDSETS EMAIL LIST: https://www.startupmindsets.com/contact

Today’s guest is Torrey Smith, an eclectic entrepreneur and CEO of Endiatx, the pillbot startup.  Watch the Pillbot in action on TedX: https://www.ted.com/talks/alex_luebke_vivek_kumbhari_how_you_could_see_inside_your_body_with_a_micro_robot?subtitle=en My book, Startup Mindsets, is coming out on Jan. 26, 2025 reserve a copy with your email address here: https://www.startupmindsets.com/book Your support over the years has meant a lot to me! We have eclipsed 8.1K streams on all podcast platforms this month.  Submit questions for future guests or ask me something: https://www.startupmindsets.com/contact Our merch store will be back up soon: startupmindsets.com/shop Getting an investment after 3 years of email updates 4:24 Living with artists 7:00 building friendships all around the world 9:37 Endiatx name meaning 10:10 Swallowing robots Clinical Trials in New Zealand, used in a real clinic 13:25 Handling negative feedback, keeping optimism in the face of rejection.  33:20 Cool dialogue about venture and Silicon Valley  36:30 90 clinics and 10 dreamers walk into a room 39:28 The nail that sticks out will get hammered down. 44:00 The least fundable startup company 47:00 Having nothing to lose, what you’re risking by not launching the company  49:00 I innovate for the roof over my wife’s head, when I hustle I hustle for their sake, for the patients we can treat with this technology.  Who are you fighting for? Why are you? Is your hustle pure? Are you trying to save lives? 52:00 Let’s go build some dreams! Slide Decks, Spreadsheets and Robots for the body.